“When you are an innovator, that’s awesome. Just like Instagram deserves all the credit for bringing filters to the forefront. This isn’t about who invented something. This is about a format, and how you take it to a network and put your own spin on it.”
Kevin Systrom, CEO & Founder of Instgram on the unveiling of Instagram Stories
Pablo Picasso once said the famous quote that spearheads the title of this article and this week Instagram brought it forth to reality as they unveiled Instagram Stories, a near-perfect clone of Snapchat Stories. The concept of a capturing the life’s unadulterated moments and having it self destruct within 24 hours is an idea pioneered and perfected by Snapchat. In Systrom’s eyes, Instagram provided only promoted the best highlights through carefully selected photos, processed by glamour enhancing filters. He felt that it lacked authenticity and needed was a way to allow the nearly 500 million active users to share these spontaneous moments. Also admitting that Snapchat was first, he emphasizes originality in that execution by building “The Right Thing.”
I’m not much of an avid SnapChat user. In fact, I hardly use it at all. Being a creative and a photographer at heart, there is something about sharing the best item from a myriad of moments collected. On the other end of the spectrum, I am on Instagram constantly…perhaps too much for my own liking.
Once my curious eyes caught the pulsating icon begging me to share an Instagram Story, I decided to give it a go. And I must admit, I kinda like it. But not because of the principles it
copied shares with Snapchat, but because I’m already an loyal Instagram user.
The ever changing landscape of social and digital media can be so exciting at times! More importantly, here is how Instagram Stories will affect the digital marketing world:
1. Daily Active Users means Instagram Stories, I CHOOSE YOU!
As we’ve stated above, Instagram has an insanely massive daily active user count, with 500 million users posting photos and videos daily about life, travels, to name a few interests. Snapchat pales in comparison with only 100 million active users sharing spontaneous moments at any given moment. Despite the clear disadvantage, Snapchat is the king of engagement, which might be a more important statistic to measure success. Prior to Instagram Stories, this meant that avid social media fanatics needed to use two apps to document and share their digital anecdotes to the world. As I wrote above, this landscape will ultimately shift in favor of Instagram as there it would be favorable, not to mention convenient, to just spend all your free time on one app alone.
It’s your turn Snapchat, or this could mean that we have to end this relationship before it even started.
2. How To Use Instagram Stories – Pretend it’s Snapchat and You’re All Set!
One of the main reasons as to how Instagram became a social media giant is it’s elegance in simplicity. Keeping in with that theme, it’s just as simply to learn and use Instagram Stories, especially if you are already familiar with Snapchat because it’s pretty much the same. Brands and social influencers who have been using Snapchat as a vessel for their marketing efforts can then easily migrate their strategies to Instagram Stories with little to no effort. A small learning curve married with an incredible expansive platform…sounds like a recipe for instant success. It’s definitely a no-brainer decision for digital marketers.
3. With Strict Competition Comes…Forced Innovation?
In the world of business, competition is the fuel that drives innovators and brilliant minds to think of new ideas on how to outlive and outlast their rivals. Although the primary functionality of Instagram Stories mirrors that of Snapchat, the former still leads in terms of fun features (face filters) as well as brand awareness and engagement. But because Instagram is hot on their heels, and moving in closer at a speedy pace, Snapchat will be forced to be more creative in how to keep their users engaged with their app. This means exciting times for digital marketers and brand champions alike as there will be new tools, functions, and features that will surely be released in the near to immediate future. And with more new toys comes more new creative ideas, which leads to more amazing digital marketing content for us rabid consumers to consume.
At the end of the day, it’s a matter of preference and alignment to your creativity and method of delivery. Variety, despite similarities, always provides and expansion of excitement and imagination for the digital marketing community.
Let us know your thoughts below…whether you are Team Snapchat or Team Instagram!